接受美学视角下的英语广告翻译.docx

接受美学视角下的英语广告翻译.docx

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接受美学视角下的英语广告翻译

本科毕业论文

接受美学视角下的英语广告翻译

学院外语学院

专业英语

方向经贸

班级2009级8班

学号0908101B874

姓名伍思蓓

指导教师王洪渊

二○一四年四月

TranslatingTechniquesofEnglishAdvertisementsfromthePerspectiveofReceptionAesthetic

Supervisor:

WangHongyuan

Author:

WuSibei

AThesisSubmittedin

PartialFulfillmentoftheRequirementsfortheDegreeof

B.A.inEnglish

SchoolofForeignLanguages

SichuanUniversityofScience&Engineering

Zigong,Sichuan,China

April,2014

Acknowledgements

Thisthesiscouldnothavebeencompletedwithoutmysupervisor,Mr.Wang,whohasguidedandsupportedmeinthecompletionofmywork.Heisnotonlymyacademicadviserbutalsoarolemodel,onewhoacceptsdifferentopinionsandsharesknowledgewithcolleagues.Atthebeginningofmywork,heinitiallyprovidedmewithadvicethatstimulatedmy academiccuriosityandmyresearchideaandhasshownathoughtfulinterestinmyprogressthroughthewholeprocess.Furthermore,heoffersmeinsightfulcommentsandthoughtfulassistancethroughoutthewritingofthepaper,whichIgreatlyappreciate.Ialsothankmyfriends,LiQi,ZhouMeng,GaoTian,ZhangBingjieforprovidingmewithinvaluableacademicadviceandencouragement.Iam gratefultothemforbeingmyfriendsandacademicconsultantsinthepasttwoyears.Additionally,mysincereappreciationgoestoMs.He,a veryknowledgeableteacher,whoembracedmyinterdisciplinaryresearchideaat itsinitialstage.Inoneword,Iwouldliketothankallthosewhohaveeverhelpedme.

Atlast,Iappreciatealllovingconsiderationsfrommybelovedfamily.Ialsoowemysinceregratitudetomyfriendsandmyfellowclassmateswhohavegivenmetheirwarmhelpandprecioustimetoworkoutmyproblemsduringthetoughcourseofthethesis.

Abstract

Asawayoftransmittinginformationandpropagating,advertising’srolecannotbeunderestimatedbecauseitisnotonlyanartfultechniqueinpersuadingpeopletobuy,butalsograduallyhasbecomeamustforsocialcommunicationwhichinturninfluencesthedevelopmentofsocietyandeconomy.ThisthesismainlyfocusesonthelinguisticfeaturesofadvertisingEnglish.Nowadaysadvertisinghaspenetratedintoeverycornerofourliftasitstransmittingmediainmanyforms:

newspaper,magazine,TV,radio,aswellasnetwork.Thegoalofadvertisingdecidesitslanguagetobesimpleanddirector,distinctfromthecharacteristicsofotherdiscourses.ThusananalysisonthelinguisticfeaturesofadvertisingEnglishinthelinguisticfieldisveryworthwhile.Thewholethesisisdividedintofourchapters.ThefirstchaptergivesabriefintroductionofadvertisingandthenecessityofhavingaresearchonthelinguisticfeaturesofEnglishadvertisingthesecondchapterfocusesontherhetoricalknowledgeofstylistics.Thethirdchapterdiscussesthedetaillinguisticfeatureinsyntax,lexicology,rhetoric,andthelastchapterisaconclusionofthewholepaper.

Keywords:

advertising;linguisticfeature;stylistics;syntax;lexicology;rhetoric

内容摘要

作为一种传播信息和宣传的模式，广告的作用不容忽视，因为它不仅只是一种说服顾客进行消费的技巧，更重要的是，它已经成为社会交流的必须手段之一。

广告在今天的社会几乎是无孔不入，它的传播介质多种多样，包括报纸、杂志、电视、广播、网络等。

广告有鲜明的目的性，即说服顾客进行购买，这种目的性决定了其语言的特色风格，是其独立于其它文体，在语言范畴内值得研究。

本文主要研究关高英语的语言特征。

全文总共分为四章：

第一章主要是对广告以及对其语言特点进行研究的必要性做一简单的引入，第二章内容为广告的定义和文体学知识的简单论述。

第三章是从广告的词汇、句法以及修辞方面分别对广告加以剖析。

最后一章是对整篇文章的一个概括和总结。

关键词：

广告，语言特征，文体学，句法，词汇，修辞。

Contents

AcknowlegementsI

AbstractII

内容摘要III

1Introduction1

1.1ResearchBackground2

1.2TheFunctionofAdvertising2

1.3TheLanguageofAdvertising3

2TheoryofAdvertisingandStylistics2

2.1Theoryofadvertising2

2.1.1Definitionofadvertising2

2.1.2Classificationofadvertising4

2.2Knowledgeofstylistics5

2.2.1Thedefinitionofstylistics5

2.2.2Thepurposeofstylistic5

3ThelinguisticfeaturesofEnglishadvertising6

3.1ThelexicalcharacteristicsofadvertisingEnglish6

3.1.1Simpletounderstandandpopulartoremember7

3.1.2Novelandspecial7

3.1.3Creative7

3.2Syntaxcalfeatures7

3.2.1Moresimplesentences7

3.2.2Moreimperativesentences8

3.2.3Moreinterrogativesentences8

3.3RhetoricalFeatures9

3.3.1Metaphor9

3.3.2Personification9

3.3.3Pun9

4Conclusion10

References11

关于毕业论文原创性的声明i

1Introduction

1.1researchbackground

Nowadaysadvertisingpenetrateseverycornerofsociety,especiallyindevelopedcountries.Newspapers（mostofwhichdevote60to70percentoftheirspacetoadvertisements）,radioandTV（intheU.Sforinstance,oftena30—minutenewscastisinterruptedatleastfourtimesforcommercials）,magazines（forsome,asmuchashalfthespaceisgiventoadvertisements）,highwaybillboards,streamers,windowshows,floorandcounterdisplays,transportdecorations,fairsandexhibitions,telephonesanddirectmails,andevensandwichman（manwhowalksaboutthestreetswithtwoadvertisingboards,onehangingoverhischestandtheotheroverhisback）—indeedalmostallthemedia,allusablespacesareemployedtogetallsortsofinformationtoallpeopleinallplaces,sinceplacestobefilledareeverywhere.Theamountofadvertisingisnotdeterminedbytheneedsofadvertising,butratherbytheopportunitiesforadvertising,whichhavebecomeunlimited.

1.2Thefunctionofadvertising

Advertisinghasconsistentlyplayedaveryimportantroleinthedevelopmentofcapitalism.SomepeoplepointtothevitalroleadsplayedinthesettlementoftheNewWorld:

BrochurespublishedinEnglandinthe17thcenturywerefullofhopefuloverstatements,halftruth,anddownrightlies,alongwithsomefacts,bywhichthepromotersfortheAmericancoloniesenticedpeopletosettleinthere.Nowadays,advertisingperformsfourbasicrolesinsociety:

1）Marketingrole---helpingcompaniesselltheirproductsorservices;

2）Educationalrole---helpingpeoplelearnaboutnewproductsandservices;

3）Economicrole---encouragingcompetitioninproduct/serviceimprovementandlowerprice;

4）Socialrole---helpingincreaseproductivityandraisethestandardofliving.

1.3Thelanguageofadvertising

Inordertofulfilltheseroles,advertisinghasresortedtoallkindsoftechniques---anodalandvisual,soundandlight,displayandacting,photographsanddrawing,ect.Butthemostbasicisthelanguage---itsmodebeingeitherwrittentobereadorwrittentobespokenasifnotwritten.Languageisofcrucialimportanceandthelanguageisrequiredtobesimpleandsweet.ThusacomprehensiveanalysisonthelinguisticfeaturesinadvertisingEnglishisworthwhile.AsadvertisingEnglishischaracterizedbymanyspecialfeatures,therearisesthedemandthattheadvertisingcopywriterbeengagedincreativewriting.ItistobeunderstoodthatadvertisingEnglishisnotmerelyabusinessofwords,butalsoakindoforiginalEnglishwithitspeculiarfeatures.

AsadvertisingEnglishischaracterizedbyuniquemorphologyandsyntaxandassomanyrhetoricaldevicesarefoundinit,thisthesispresentsananalyticalstudyoflinguisticfeaturesinEnglishadvertisementsatlexical,syntacticandrhetoricallevels.

Thisthesiswillcontainfivechapters:

chapteroneisabriefintroductionofadvertising,includingtheimportanceofadvertisinginmodernsocietyandthefunctionofadvertising.BesidesgivingaverysimpleintroductionofadvertisinglanguageandthenecessityofhavingaresearchonlinguisticfeaturesinadvertisingEnglish,ChaptertwowillgivesomeknowledgeofEnglishstylistics.Inchapterthree,thethesiswillfocusonthelexical,syntacticandrhetoricallevelsrespectively.Thelastchapterwillgiveasummeryofthewholethesis.

2TheoryofAdvertisingandStylistics

2.1Theoryofadvertising

2.1.1Definitionofadvertising

Afterabriefintroductionoftheclassificationsandrolesofadvertising,wenowcometothedefinitionsofadvertising.Fromdifferentperspectivesorpurposes,thedefinitionsmightalsovary.InEnglish,theword"advertise"hasitsoriginin"advertere"inLatin,meaning"toinformsomebodyofsomething","tobringintonotice"or"todrawattentiontosomething",etc.InChinese,theequivalentterm"guanggao"means"widelyannounce".Thefatherofmodernadvertising,AlbertLaskersaidthatadvertisingwas"salesmanshipinprint".Althoughthedefinitionwasgivenlongbeforetheadventofradioandtelevision,andthenatureandscopeofadvertisingatthattimewereconsiderablydifferentthantheyaretoday,thisoften-repeatedsayingindicatesthattheultimateobjectiveofadvertisingistosell.Obviouslyitisnotaworkingdefinitionbecausewecannotuseittocoveralladvertisements.Today,awidelyquotedworkingdefinitionofadvertisingwasputforwardbyCourtlandL.BoveeandWilliamF.Arens:

"Advertisingisthenonpersonalcommunicationofinformation,usuallypaidforandusuallypersuasiveinnature,aboutproducts（goodsorservices）orideasbyidentifiedsponsorsthroughvariousmedia."（Cook,Guy.TheDiscourseofAdvertising.London:

Routledge,1992）AnotherlinguistBolendefinesadvertisingasa"Paid,non-personalcommunicationthroughvariousmassmediabybusinessfirms,nonprofitorganizations,andindividualswhoareinsomewayidentifiedinthemessageandwhohopetoinformorpersuademembersofaparticularaudience."（Carter,RonaldandGoddard,Angela,ReahDanutaetal.WorkingwithTexts.London:

Routledge,1997）Ifthedefinitionsofadvertisingweretoovagueandabstracttocomprehend,afewwordsofitsfunctionwouldhelptoclarifythiscrucialterm.Broadlyspeaking,advertisementshaveatleastoneoftwofunctions:

informingorpersuading,althoughoverlapmayoftentakeplaceinonesinglepiece.Thetrickhereisthataninformativeadvertisementinforms"thecustomerab